Mobile Ads: Three issues shaping the future of mobile advertising
Brand marketers today aren’t afraid to make a strong push for mobile investment, and many are making the bold first steps to experiment with different mobile campaigns. As the importance of mobile ads increases, a number of key issues will arise, impacting how brands continue to approach this young and growing platform. Let’s take a look.
1. A growing focus on consumer experience
Mobile advertisers have been able to leverage data to target the most relevant audiences at the best times of day. You might be able to reach one million people from your target audience, but engaging creative ads that focus on the consumer experience and appeal to audiences is what will push them across the line.
In line with this trend, rich media ads will become an even more important focus for brands in Southeast Asia. These ads could contain videos, images or other interactive elements that drive stronger user responses through better engagement.
And we can thank the arrival of HTML5 for the ease of creating rich media ads. HTML5 has the ability to support different types of files online without additional software, making it easy for marketers to create more engaging online ads. This has had a positive impact on mobile and digital advertising, as brand marketers have realised there are fun and interactive ways of advertising that other ad platforms like print and out-of-home can’t provide. To drive the best results, marketers will invest significantly in this direction to produce the best creative.
2. Targeting at scale
The evolving mobile ecosystem has opened doors to a new market of mobile users – people using feature phones.
In the past, feature phones haven’t been targeted in the same way by creatives in the way smart phones have. However, with most feature phones running on Android, it makes for a much more powerful device that remains equally affordable for a large market.
Brands can now target a larger scale audience – both smart and feature phone users – with similar, high quality mobile ads. This opens up massive opportunities to developing markets such as Indonesia, the Philippines and Thailand.
3.Better Measurement to determine sales impact
The ROI of advertisements has always been a pain point. But as the adtech and digital advertising landscape continues to progress, we are getting closer to reaching audiences at the right moment in the purchasing funnel and measuring the correlation between ads and purchases.
Brand marketers will increasingly focus on developing ways to measure success and drive traceable results closer to the point of sale – for example, measuring footfall and knowing whether a consumer walks into the store after seeing a certain ad. This intelligence can then be used to better target and devise future campaigns to derive stronger sales impact.
Focusing on creating engaging ads that appeal to consumers, tapping into opportunities with wider targeting and keeping a close watch on the evolution of mobile ad measurement, will help brands and advertisers get the most out of their mobile advertising investments.
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Tags: audience, Brands, creative, data, engagement, HTML5, mobile ads, scale, targeting